The Technoking of Tesla Strikes Again

In a recent SEC filing, Elon Musk received approval to title his position at Tesla Inc. to be "Technoking of Tesla." No seriously, if he were to be questioned in a hearing again, the regulators would need to address him as Technoking. Musk's fellow Chief Financial Officer Zach Kirkhorn also received the updated title "Master of Coin." According to the SEC filing, they will also retain their more traditional titles of CEO and CFO.

While absurd to say the least, Elon Musk is no stranger to absurdity. Notorious for his meme tweets to his following of nearly 50 million, this renaming falls in-line with the quirky personality we associate with Musk. Many are quick to scoff at Musk's move to proclaim himself as Technoking, but they neglect to recognize the brilliance. Musk and Tesla, as intertwined as they are, have built a trailblazing reputation that is not only innovative, but unique. Musk being titled Technoking is just one more step for him to further distance himself from what he considers the status quo. Not to mention, the title is simply different and certainly not business conventional. Furthermore, this ploy acts as another round of free marketing for Tesla Inc. There is no shortage of benefit for free marketing and Musk capitalizes on his novel ideas to gain relevance in mainstream media. For a company that spends no money on advertising — which allows them to concentrate their capital for continuous research and development — they are awfully good at keeping their name in public conversation.

From an investor's viewpoint, this story has no true impact on Tesla Inc.'s valuation or future performance. I am personally looking forward to seeing the reported results in Tesla's Q1 earnings and examining their production ramp up execution and the construction progress on the Austin and Berlin gigafactories.

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